The Second-Hand Market in Wallonia : Study of the Perceptions of Consumers, Understanding of the Challenges for Stores, and Impact of the Rec'Up Label

Details

Supervisors

Swaen, Valérie

Faculty

Louvain School of Management

Degree label

Master [120] en ingénieur de gestion

Abstract

The second-hand market is characterized by a myriad of actors, both for-profit or social, along with the traditional flea markets and peer-to-peer transactions. Currently experiencing a remarkable growth, the Belgian second-hand market is mature, well developed and brings new perspective for consumers who seek affordable, eco-friendly or unique purchases. However, factors still discourage consumers from second-hand shopping, as the market can be perceived unattractive and lacking professionalization. Since second-hand purchases feel risky or unsafe for some consumers, labels play a role for a better knowledge and understanding of the second-hand actual offer. To mitigate the asymmetrical information problem between shops and consumers, to lend credibility to the social actors and to provide a common referential of good practices within the sector, the Rec’Up label was created with the desire to position itself as a reference on the Walloon second-hand market. Established 10 years ago, what has been the impact of the quality guarantee label Rec’Up for the labeled shops ? Has the popularity of the quality label grown ? Has it changed in any way the perceptions that consumers have towards the second-hand market ? And are these perceptions still aligned with the motives and barriers identified in the literature ? This thesis will address the topic.